National Sales Manager
Service Sales Corporation
Total years of experience :19 years, 3 Months
Developed & executed strategic, commercial & operations plan of wholesale business to drive growth, market share and profitability. Responsible for P&L.
Continuously reviewed market trends and supply chain (during C-19) and develop tactical strategies to best furnish to market needs.
Building strong relationship with dealers based up on mutual business interests and develop partnership programs with them.
Successfully rolled out incentive program focusing on individual’s performance with a view to support employee development and growth (care & growth).
Accountable for sales portfolio of over 4 billion with a team of 100.
Introduced new pricing strategy in 2020 (during C-19) for sales and remittance, to fill gap created by low imports and low local production. The program helped achieving 108% target YTD.
Introduced NOVA - men open slipper range against Calza; 40 years old well-known brand. Nova achieved 150K pairs in first year (15% contribution).
Launched retail development program to induct 200 odd retailers, with a view to increase brand presence and availability.
Managing trade marketing of budget of 200 million.
Annual sales volume of over 4 Billion-PKR from 130 retail stores in Sindh, Balochistan and Punjab. Responsible for budget of 250 million for renovation, repair & maintenance of stores with a view to provide best customer experience. Total team strength was 500, with 6 direct reports and 1 HRBP. Due to extensive travelling and deep dive store analysis, I developed deep understanding of market, demographics and consumer behavior of the region.
Built controls around OPEX. Year on year reduced OPEX by over 5%.
Continuously improved operational excellence standards to give exceptional retail shopping experience to customers. Used results of mystery shopping to improve customer service, selling skills and store reflection standards.
Locked new sites on rentals and terms in the best interest of company.
Continuously appraised merchants re competition activities & market changes.
Take business decisions to renovate, relocate and close low profitable units.
End to end management of “shelf revitalization” project for Karachi. Project building blocks included new assortment recommendation, pricing strategy for city retailer, new customer activations, communication strategy and to develop controls for optimum productivity.
Accountable for odd 6.3 Billion-PKR general trade business from 4 METRO Stores. Targets are set channel-wise by category, split on 12 months & monitored daily against FC & PY same day.
To increase sales, front margins, basket mix and to keep team motivated for greater challenges.
Develop skills & competence of FOMs & CMs by trainings & on the field coaching. Benchmarking their performance against METRO standards and setting short term & medium term objectives for improvement with a view to develop leaders from within the team.
Create cross functional synergy between buying, field ops & store ops in order to have right product at the right price achieving category mix targets & margins mix.
Conduct review to analyze FOM & CM performance in terms of turnover, margin, buying frequency, new customer activations.
Develop customer portfolios through management strategies & controls, in line with overall KPIs with a view to have optimum market coverage resulting in quality sales.
Forecasting of articles month on month basis, from food to non-food.
Recruit, rotate, motivate, train and appraise field operations team consisting of odd 100 members i.e. FOMs, CMs, Sales Support Executives, TMEs and Data Analysts.
Budgeting of field force personnel, traveling & other expenses.
Markets visits to analyze market coverage, build relationships, do deep dive market analysis & make strategies to counter competition.
Managed field force of odd 35 executives (19 CMs, 2 KAMs, 4 TMEs, 1 Data Analyst, 4 Processors, 2 Star Acquisitors and 4 Customer Service Executives).
Developed city trader business with 9 CMs from 30 M to 95 M within 9 months.
Extended outstation reach up to Hyderabad, Mir Pur Khas, Larkana & Hub. New Business crossed 35 M in 9 months with 1 CM.
Developed & executed “Karachi Out-Reach” loyalty program for blue chip marts & beyond Time Zone 3 customers.
Achieved highest sales in own brands across all stores for consecutive 3 quarters in 2011. It required high level of determination and follow up to break through in HoReCa TG.
As modern trade is a new concept in Pakistan, I successfully penetrated into new markets successfully presenting METRO Business model, handled objections and increased business from new channels/customers.
Member of cross functional teams (HoReCa & SCO-P) which reviewed dept. wise statistics & developed action plans, took initiatives & plans to generate inter departmental synergy.
Monitor competition activities by personal visits, conducted market price check through MIU team, in order to have the right pricing against stiff market competition.
Coaching customer managers to enhance their competency skills & successor planning.
Accomplishments:
Achieved sales volume of 112% YTD against target and 140% YOY basis.
Introduced new product range - Delmax & Askari series for diesel and petrol automobiles effectively replacing renowned brand of Delvac & Mobil.
Developed sales volume through corporate fleet accounts to support shortfall of secondary sales e.g. TCS, Sachal Rangers, CAA etc.
Develop market research and initiate & execute marketing programs/market camps to bring brand awareness and to support local retailers within and outside Karachi.
Development and placement of branding apparatus such as signage, POS material, giveaways etc. with a view to enhance and sustain brand presence, recall and product merchandising.
Involved from new product development, blend/import forecasting, order processing until product delivery and finally realization of payments.
Responsibilities:
Availability of product in the area of Karachi and its peripherals.
Drive sales force to maximize secondary sales.
Gain and maintain direct accounts to support achieving high targets.
100% Recovery of credit from the market.
Pricing of SKU’s in comparison to the competitors.
Accomplishments:
Achieved YTD revenue growth of 18% over 2006 by developing customers and gaining 100% share of wallet through dedication of work, fulfilling commitments and meeting deadlines.
Implemented GPI in 06 and 08 across the board in this extremely competitive and price sensitive express market. Achieved 90% results gaining additional revenue to support high monthly targets.
Achieved and maintained an overall Net Margin of 7% as compared to 6% countrywide.
Liaison between customers and back line service, credit control, ground operations and IS in order to provide tailored services.
Developed and maintained strong business relationships with customers ranging from Siemens to Local Entrepreneurs.
Responsibilities:
Development and Retention of Top 20 Customers contributing 6% to Pakistan Sales Revenue.
Adhere to regional guidelines for net profit margins and discount policies.
Migrating customers from older contract rates to new ones in order to support the revenue gap.
Regaining of business from split/lost accounts
Develop avenues to gain additional revenue through cross-selling lanes and up-selling products.
Understanding of customer’s business and subtle knowledge of custom rules and regulations and paperwork in order to provide first hand information e.g.
e-form, invoice making, customs’ regulations regarding medicine, food, marble, leather items.
Accomplishments:
During my tenure of 1 year I escalated my territory from 81% in Jan 05 to 97% in Dec 05. YTD growth of 102%.
Increased my customer base from 56 customers in Jan 05 to over 100 customers in Dec 05 gaining 5 Million PKR of additional revenue.
Gained additional revenue from cross selling lanes and up selling products exploiting customer’s needs and requirements.
Gained total customer satisfaction through hard work and dedicated service.
Responsibilities:
Acquire, Develop and Maintain territory portfolio in order to achieve and maintain high standards of KPIs.
Lead a team of 6 couriers and 2 credit officers
Recognize sales opportunities and develop new accounts.
Educate customers on global custom changes and procedures
- Completed 27 courses in my MBA - Major in Marketing - Minor courses included supply chain & IT
- Major subjects included Business Accounts, Stats, Economics
BCS 2.5 year program.